I created a cheat sheet for those considering an upgrade to either Bulk Files or the Ads API for bid ops, and I give more detailed explanation below. 🙂

BEST FOR:
- I always recommend that people stick with whatever gives them the results they need with the simplest approach. The Ads API is great for high-levels of scalability, and for layering in complex strategies like variable date ranges, incorporating placement performance, dayparting, etc.
- If you don’t have these needs yet, then keep it simple and use Bulk Files

REQUIRES:
- The biggest downside to the Ads API is that it introduces the need for Dev skills, which are expensive. Having to communicate your Bid Ops strategies to a non-advertiser can also be difficult.
- Bulk Files only require Excel / Gsheet skills, which makes it far more accessible.

DOWNSIDE:
- Bulk Files can be frustrating given the very rigid syntax
- Integrating the API into Bid Ops will result in software bugs to some extent, either from the developer’s mistakes, or from errors within the API itself. Bulk Files doesn’t have this problem.

MYTHS:
- The Ads API does contain some data (mainly in Marketing Stream) that is not available in Ad Console, but for the most part, what is provided on the UI is the same data that is in the API (and in some cases, more is provided in the UI than in the API…).
- Bulk Files can be quite scalable, as long as you have a well-defined system in place, and reliable VA’s to carry out the tasks. I have spoken with many large agencies that have done this.

There are a lot of other areas to compare these three, but this is a solid starting point. If you want to discuss it greater detail, feel free to DM me!